The landing page of your site is equally important. When a user clicks on your PPC ad and goes to your site, what will they see when they get there? Users can be turned off quickly if you don't grab their attention right away. You'll end up paying for a click-through that brought you nothing in return.

The site should be aesthetically pleasing and provide the right kind of content that leads to a sale. You should have an attention-grabbing headline on the landing page. If a user is searching for Internet marketing tips and you happen to be selling an Internet marketing eBook, show them in the title of the page that you have what it is they're looking for.

The content in your PPC ad is critical to your campaign success. Don't just use - Internet marketing eBook - as your title. Try using variations to see what type of headline entices a click-through from your audience.

You might use a question, a shocking statement, or a statistic. When you use your keywords in your titles, the PPC engine will show them as bold to the Internet searcher, helping your ad stand out from the competition.

Use search engines for your PPC ad campaign that are within your budget. If one is cheaper than the other and you're just starting out, you can use the cheaper one - but also take into consideration that Google is the Granddaddy of all search engines, and they actually own, or do searches for hundreds of the smaller, lesser known search engines.

Starting out with the cheaper, smaller search engines is a great way to test your ads. Once you find one that is converting at a high rate, you can then try it on Google or Yahoo.

Keep yourself organized and always check to see how well your campaigns are working. Instead of deleting campaigns, make alterations to them. You won't rank as high on the AdWords results if you keep deleting and churning out new ads each day.

Anytime that you are paying for a potential lead or new customer, the most important thing you can do is to send them to a 'squeeze page' that offers them a free eBook or special report in exchange for their name and email address. Because it takes on average between 5-7 exposures before they make a purchase, you'll want to capture their info and build your list. This way you can drip bit by bit and build a relationship with your customers.

Try using Google Analytics on your site to see how people are finding and interacting with your site. You may discover that one specific page on your domain generates a better ROI (return on your investment), so instead of sending your PPC traffic to the landing page, you might steer them right to the one that performs best for you.

When it comes to keywords, they are an important part of your PPC success, but not at the exclusion of other elements. You have to remember that your ultimate success involves the words you use in your ad, the landing page, and your willingness to commit to the continual process of making your pay per click strategy as optimized as it can be.